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How Publishers Can
Use the Web, Social
Networks and Mobile
Tools to Understand
Their Audience, and
  Sell More Books
   rolfe@swinton.org
  apollomedia.net
Rolfe Swinton


           ©ApolloMedia.net 2009
©ApolloMedia.net 2009
Apollo Media


          ©ApolloMedia.net 2009
©ApolloMedia.net 2009
INSEAD



         ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
Evolution of supply chain data


                    ©ApolloMedia.net 2009
What happened?


           ©ApolloMedia.net 2009
©ApolloMedia.net 2009
How many? Where?


           ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
Why is this happening?


               ©ApolloMedia.net 2009
Seasonality
              ©ApolloMedia.net 2009
Longtail


           ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
Xerox
Delphax
  Oce


          ©ApolloMedia.net 2009
Xerox
Delphax
  Oce


          ©ApolloMedia.net 2009
Why is this happening?


               ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
BOOKSURGE




©ApolloMedia.net 2009
Markets 2.0
• Disintermediation of traditional gatekeepers
• Transformation of consumers into
  producers



• Isn’t this what Amazon is doing / has done?

                                    ©ApolloMedia.net
What will happen next?


               ©ApolloMedia.net 2009
Markets 2.0
• Low barriers to entry
• Low distribution costs
• Unlimited inventory capacity

• Encourages new entrants &
  disruptive business models

                                 ©ApolloMedia.net
Let’s Look at Music




              ©ApolloMedia.net 2009
Does a Musician Need
      a Label?




                ©ApolloMedia.net
Does a Musician Need
      a Label?
•   Was...




                ©ApolloMedia.net
Does a Musician Need
      a Label?
•   Was...

•   Get radio play




                     ©ApolloMedia.net
Does a Musician Need
      a Label?
•   Was...

•   Get radio play

•   Rolling Stone




                     ©ApolloMedia.net
Does a Musician Need
      a Label?
•   Was...

•   Get radio play

•   Rolling Stone

•   Saturday Night Live (Top
    of the Pops long gone...)




                                ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

•   Get radio play

•   Rolling Stone

•   Saturday Night Live (Top
    of the Pops long gone...)




                                             ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

                                •   Video on YouTube
•   Get radio play

•   Rolling Stone

•   Saturday Night Live (Top
    of the Pops long gone...)




                                               ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

                                •   Video on YouTube
•   Get radio play

                                •   MySpace page
•   Rolling Stone

•   Saturday Night Live (Top
    of the Pops long gone...)




                                               ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

                                •   Video on YouTube
•   Get radio play

                                •   MySpace page
•   Rolling Stone

                                •   Facebook deal
•   Saturday Night Live (Top
    of the Pops long gone...)




                                                ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

                                •   Video on YouTube
•   Get radio play

                                •   MySpace page
•   Rolling Stone

                                •   Facebook deal
•   Saturday Night Live (Top
    of the Pops long gone...)
                                •   Touring




                                                ©ApolloMedia.net
Does a Musician Need
      a Label?
                                •   Now...
•   Was...

                                •   Video on YouTube
•   Get radio play

                                •   MySpace page
•   Rolling Stone

                                •   Facebook deal
•   Saturday Night Live (Top
    of the Pops long gone...)
                                •   Touring

                                •   And...


                                                ©ApolloMedia.net
Crowd Funding Music

• iLike
• OpenMusic Factory


                      ©ApolloMedia.net 2009
What’s Apple Done?




               ©ApolloMedia.net
What’s Apple Done?




               ©ApolloMedia.net
What’s Apple Done?




               ©ApolloMedia.net
What’s Apple Done?




               ©ApolloMedia.net
What’s Apple Done?




               ©ApolloMedia.net
What did Music Cos Do?
•   Started investing in social media

    •   Universal invested in Loud.com

    •   Sony BMG, Warner, EMI in Imeem.com

    •   CBS bought LastFM (?)

•   MySpace & Google have a $900M ad deal...

•   MySpace & Bebo has become content producer
    already with TV shows Roommates & Kate Modern
                                             ©ApolloMedia.net
MySpace, Pandora, etc.
Offers Music for Free
And What Has Been
      the Impact?

• iPhone now offers instant gratification!
• Tower Records, Zavvi, Musicland... are all
  closing down
• So can book retailers be far behind?

                                 ©ApolloMedia.net 2009
BOOKSURGE




Facebook

LinkedIn


           ©ApolloMedia.net 2009
BOOKSURGE




Facebook

LinkedIn


           ©ApolloMedia.net 2009
Google


         ©ApolloMedia.net 2009
It is Worth Acting
•   C. K. Pralahad

        “Consumers now initiate the dialog, they have moved out
    ✴
        of the audience, onto the stage”


•   Stern Business School Study: “Chatter does have an impact”

        40 legitimate blog postings ➙ 500% higher record sales
    ✴


        ↑ MySpace friends = ↑ higher sales
    ✴




                                                  ©ApolloMedia.net
Still, you don’t have to
be Amazon or Google


                 ©ApolloMedia.net 2009
Vast data source


            ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
where are your
  readers?


           ©ApolloMedia.net 2009
©ApolloMedia.net 2009
what are they saying?


               ©ApolloMedia.net 2009
©ApolloMedia.net 2009
what do they want?


             ©ApolloMedia.net 2009
©ApolloMedia.net 2009
are you making a
   difference?


            ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
what best
communicates to them?


              ©ApolloMedia.net 2009
©ApolloMedia.net 2009
Proportion of each demographic group selecting this jacket as first-choice




            Profile of    100%   32%   22%   5%     12%     21%     18%      21%   0%
            Total ample




                                                                  ©ApolloMedia.net 2009
Proportion of each demographic group selecting this jacket as first-choice




                 Profile of    100%        32%       22%       5%        12%   21%   18%   21%   0%
                 Total ample




                                                                                 ©ApolloMedia.net 2009
Proportion of each demographic group selecting this jacket as first-choice




                Profile of    100%        32%      22%       5%         12%   21%   18%   21%   0%
                Total ample




                                                                                ©ApolloMedia.net 2009
©ApolloMedia.net 2009
Was it the book or the cover?




                    ©ApolloMedia.net 2009
                                 - 15 -
Data supported the publisher’s
                      confidence in the book
Propensity to buy the book after reading an extract by demographic sub-group

% saying certain
would buy it




                   Profile of
                                  50%   50%   0%   7%   29%   29%   29%   7%   0%   0%
                   Total Sample




                                                                ©ApolloMedia.net 2009
                                                                             - 16 -
©ApolloMedia.net 2009
             - 17 -
so more book sales…


Entered best seller chart at #40

Richard & Judy, selected the book

Sold over 300,000 copies




                                     ©ApolloMedia.net 2009
                                                  - 18 -
And We Did This For
    Stories Too!




              ©ApolloMedia.net 2009
how can you get
 readers to try & to
discuss your content?

               ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
• Finish technology
• In use by a range of media companies
  - music, newspapers, publishing, etc.
• Technology runs on all kinds of
  mobile phones



                             ©ApolloMedia.net 2009
turn audiences into
   communities


              ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
Film




       ©ApolloMedia.net 2009
Film




       ©ApolloMedia.net 2009
mCommerce
     Select
and
pay
using

      premium
SMS,
PayPal,
or

      Credit
Card
     Deliver
digital,
physical

      products,
or
barcode
tickets
     Lock
purchase
to
a
specific

      user
(handset)
if
required

mCommerce
     Select
and
pay
using

      premium
SMS,
PayPal,
or

      Credit
Card
     Deliver
digital,
physical

      products,
or
barcode
tickets
     Lock
purchase
to
a
specific

      user
(handset)
if
required

mCommerce
     Select
and
pay
using

      premium
SMS,
PayPal,
or

      Credit
Card
     Deliver
digital,
physical

      products,
or
barcode
tickets
     Lock
purchase
to
a
specific

      user
(handset)
if
required

mCommerce
     Select
and
pay
using

      premium
SMS,
PayPal,
or

      Credit
Card
     Deliver
digital,
physical

      products,
or
barcode
tickets
     Lock
purchase
to
a
specific

      user
(handset)
if
required

Content & Community
          Content
overview
          User
comments
          User
rating
          Share
content
with
others
virally

           (via
text
message
from
the
user’s

           own
phone)
          Find
content
similar
(based
on

           database
or
on
other
users
with

           similar
preferences)
          Upload photos, video, audio
          All
user
data
can
be
monitored
to

           ensure
it
is
appropriate
–
repeat

           offenders
can
be
prevented
from

           entering
new
content
understand readers’
    behaviour


              ©ApolloMedia.net 2009
How Publishers Can Make Money Using Social Media & Mobile Phones
Key
Mobile
Numbers
       50%
     30%
‐
70%


             ©ApolloMedia.net 2009
                      84
One
Hen




          85
©ApolloMedia.net 2009
link



       ©ApolloMedia.net 2009
©ApolloMedia.net 2009
community



        ©ApolloMedia.net 2009
©ApolloMedia.net 2009
test



       ©ApolloMedia.net 2009
©ApolloMedia.net 2009
expensive?



         ©ApolloMedia.net 2009
easy?



        ©ApolloMedia.net 2009
•   organisation
•   people
•   technology

                   ©ApolloMedia.net 2009
join us


          ©ApolloMedia.net 2009
experiment



         ©ApolloMedia.net 2009
publishing analytics


               ©ApolloMedia.net 2009
Ostritch



           ©ApolloMedia.net 2009
X
Ostritch



           ©ApolloMedia.net 2009
simple


         ©ApolloMedia.net 2009
measurable


         ©ApolloMedia.net 2009
low-risk


           ©ApolloMedia.net 2009
see what’s happening


              ©ApolloMedia.net 2009
©ApolloMedia.net 2009
©ApolloMedia.net 2009
listen


         ©ApolloMedia.net 2009
How Publishers Can Make Money Using Social Media & Mobile Phones
try


      ©ApolloMedia.net 2009
©ApolloMedia.net 2009
test


       ©ApolloMedia.net 2009
©ApolloMedia.net 2009
learn


        ©ApolloMedia.net 2009
©ApolloMedia.net 2009
talk


       ©ApolloMedia.net 2009
rolfe@swinton.org


                    ©ApolloMedia.net 2009
from what happened?


             ©ApolloMedia.net 2009
to what’s going to
    happen?


              ©ApolloMedia.net 2009
to what’s the best that
    can happen?


                ©ApolloMedia.net 2009
rolfe@swinton.org
www.apollomedia.net


             ©ApolloMedia.net 2009

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How Publishers Can Make Money Using Social Media & Mobile Phones